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Transport for Wales

Every Journey Counts

Encouraging short-journey mode shift from car to bus and rail across South Wales corridors.

Sustainability & Environment26–3536–45Scanned 2026-07-12AI confidence 64%hero-artwork.pngcampaign-brief.pdf

Channel performance

Forecast fit and practical recommendations for each channel this campaign is planned on. Recommendations are specific to how the audience typically consumes the channel.

Channel

Out-of-home

High reach, extremely short dwell-time. Success depends on a single, instantly legible message.

Channel fit
70
Adequate fit
Attention74
Comprehension65
Likelihood to act38

Practical recommendations

6 recommendations

  • Reduce the campaign to one message.

    critical
    Why
    Drivers and pedestrians typically read OOH in under three seconds; competing messages are lost.
    Audience need
    Time-poor commuters and passers-by

  • Keep the headline below approximately seven words.

    critical
    Why
    Shorter headlines materially increase recall on roadside and rail formats.
    Audience need
    General public with divided attention

  • Increase contrast between hero and background.

    recommended
    Why
    Improves legibility from distance and in poor light.
    Audience need
    Older audiences and low-vision viewers

  • Remove supporting policy detail.

    recommended
    Why
    Detail belongs on the landing page, not the poster.
    Audience need
    Low-engagement audiences

  • Use a short memorable URL or QR code.

    recommended
    Why
    Provides a low-friction bridge to detailed information.
    Audience need
    Interested passers-by who need more depth

  • Ensure the campaign can be understood in three seconds.

    critical
    Why
    Matches average OOH exposure across formats.
    Audience need
    General public
Channel

TikTok and Reels

Short-form video rewards native tone, immediate tension, and captions. Government pacing is punished.

Channel fit
59
Adequate fit
Attention74
Comprehension56
Likelihood to act48

Practical recommendations

6 recommendations

  • Communicate the tension within the first two seconds.

    critical
    Why
    Retention curves drop sharply before the three-second mark.
    Audience need
    Fast-scrolling under-25 audiences

  • Use native-feeling pacing rather than adapting a television advert.

    critical
    Why
    Adapted TV cuts feel like sponsored content and are dismissed as inauthentic.
    Audience need
    Young audiences with strong ad-fatigue

  • Include captions.

    critical
    Why
    The majority of short-form video is watched with sound off.
    Audience need
    Sound-off viewers and D/deaf audiences

  • Avoid government-style voiceover.

    recommended
    Why
    Reduces perceived credibility with low-institutional-trust audiences.
    Audience need
    Low-trust younger segments

  • Give young people a credible role in the narrative.

    recommended
    Why
    Peer-led framing outperforms authority-led framing on these platforms.
    Audience need
    Under-25 audiences

  • Test whether the restriction increases rebellious appeal.

    recommended
    Why
    Prohibition framing can backfire and increase target behaviour.
    Audience need
    At-risk younger audiences